Objectives: To inform and educate the population about HIV/AIDS, the PSI/ECODEV social marketing program in Côte d'Ivoire produced a weekly television soap opera on AIDS, "SIDA dans la Cité" (SDLC). This study assesses the factors associated with SDLC viewing, and examines the effect of SDLC viewing on condom use.
Data and Methods: This study is based on a cross-sectional survey on the SDLC program. The survey contains information on SDLC exposure, sexual behavior and condom use among a random sample of 2,150 respondents aged 15-49 in three regions. Logistic regression analysis was used to assess the effect of SDLC exposure on condom use, after controlling for other factors.
Results: The SDLC series had high exposure, with 65% of the sample having seen at least one episode. Among viewers, 27% of males and 41% of females had seen 10 or more episodes. Persons who had risky sexual partners were particularly likely to watch SDLC. Logistic regression analyses show that after controlling for other factors, women who had seen 10 or more episodes were 1.4 times more likely than nonviewers (p<0.05) to have used a condom in last sex. Men who had seen 10 or more episodes were 2.7 times more likely to have used a condom (p<.05).
Conclusions: Television soap operas on AIDS, such as SDLC, can be an important tool for promoting condom use. HIV prevention programs that provide continuous information, through multiple media channels or through series of broadcasts, are likely to have the greatest impact on condom use.
Learning Objectives: At the conclusion of the session, the learner will be able to: 1. Recognize that television soap operas on AIDS can be an important component of AIDS prevention programs among urban populations in developing countries. 2. Articulate how the reach and impact of HIV prevention soap operas can be evaluated. 3. Discuss how more frequent exposure to the intervention program increases the likelihood of adopting safe sexual behavior
Keywords: HIV/AIDS, Health Communications
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Population Services International/Cote d'Ivoire
Ecoform Developpement/Cote d'Ivoire
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: The author is Research Director at PSI, the mother company of PSI/Cote d'Ivoire which co-implemented the program that is being evaluated here.